Today, two companies announced new solutions to help solve the “not provided” problem that leaves SEOs in the dark about the search queries that lead users to their sites. Moz has added a new report to Moz Analytics, and Keylime Toolbox is a new company offering SEO Analytics Software that helps recover “not provided” data.

Start-up Keylime Toolbox was founded by Vanessa Fox a former Googler who helped build Google Webmaster Tools and most recently sold her previous search analytics software, Blueprint, to RKG. Keylime Toolbox pulls in Google Analytics and aggregated, de-duplicated Google Webmaster Tools data to recapture a sizeable portion of search query data. The company says additional data sources will be added in addition to Google Webmaster Tools.

Here’s a look at a report downloaded to Excel that illustrates Keylime’s approach to calculating performance impact based on Analytics and Webmaster Tools data.

Fox explains, “query data (what audiences search for and how well a site satisfies those searches) is key in understanding customer needs and building a site that solves audience problems and ranks well in search engines.” Keylime Toolbox cites examples showing the approach reduced the percentage of “not provided” data from 85 to 97 percent down to between 47 and 60 percent.

Keylime Toolbox also segments queries by branded and unbranded, as well as by site-specific topics. Performance and trend reporting includes impressions, ranking, click through rates, traffic, bounce rate, time on site and other metrics by segment and individual query.

The Landing Pages report available in Moz Analytics helps address the “not provided” issue by pulling in Google Analytics data and grouping keywords being tracked in Moz Analytics by landing page. A new Estimated Traffic Share metric then provides Moz’s “best guess at the percentage of visits each keyword contributes”. The value is based on a combination of landing page traffic, keyword ranking position, estimated search volume, and SERP click-through-rates, according to the company.

For the report to be most valuable, users need to enter their tracked keywords into Moz Analytics and continue to build out that list of keywords — with suggestions from the Opportunities tab in Moz Analytics, for example.

About The Author

As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.

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